What Is A Snapshot Report?

Snapshot Report is an award-winning marketing needs assessment that arms sales reps with automated insights into a business’s online marketing performance. These insights make for compelling and persuasive sales pitches.

Use Snapshot Report to start conversations with business owners, highlight gaps in their marketing, and propose optimal solutions.

Benefits

Snapshot Report equips you to:

  • Uncover a business’s hidden marketing needs
  • Identify hot leads with instant notifications
  • Engage prospects in conversation
  • Build trust with transparency
  • Leverage known opportunities
  • Propose strategic solutions

Get your foot in the door and win your next consult!

Business Information

The first section of Snapshot Report specifies information about your prospect’s business. This information is used to search for your prospect’s digital marketing data and see how they perform within their industry.

Before sending a Snapshot Report, confirm that this information is absolutely correct. Our grading algorithms require exact matches!

Troubleshooting Business Information

Issue

My prospect’s reference business information (such as phone number, street address, website) is incorrect.

Explanation

When a Snapshot Report is created, our system looks throughout the internet for repeating information and selects the most common data. If Snapshot Report initially shows incorrect business info, it means that incorrect data is prevalent throughout the web.

Solution

This business needs help with listings! Offer solutions that will correct the incorrect listings and build new listings with the correct information.

Overall Score

Your prospect’s Overall Score indicates how well their digital marketing is performing in comparison to other businesses in the same industry. There’s no pass or fail here—a business should strive to be as close to 100% as possible.

Whether your prospect scores an A or an F, there’s plenty of work to be done!

The Overall Score is calculated by converting each section grade into a numerical score. This scoring chart is used:

A=4 | B=3 | C=2 | D=1 | F=0

Then, these scores are added and divided by a perfect score (4 X # of section grades). The result is displayed as a percentage and rounded to the nearest whole number.

Call to Action

At the top and bottom of the report, there is a call to action that engages your prospects. Take a look at how it appears in a Snapshot Report you’ve created recently to better understand how it works.

Listings

Snapshot Report aggregates data from various online directories to show your prospect:

  • Number of listings
  • Accuracy of listings
  • Missing sites

Local businesses need accurate listings on many online directories to ensure that customers can find them on the web.

Put your prospect on the map with an abundance of accurate listings.

Listings Grade Calculation

Each listing source is assigned a score based on how popular the site is. For example, having an accurate listing on a popular site like Google Maps will have a greater influence on the score.

The Listings grade is determined by the percentile range your prospect falls into when compared to other businesses in the same industry.

Listing Presence

A strong listing presence improves your prospect’s search ranking and makes them discoverable. Without online listings, your prospect will lose customers to competitors.

If the grade is high, it’s important to keep it that way! Sell them a solution that can ensure your prospect’s listings remain present online.

If the grade is low, sell them a solution that can create and distribute listings across major sources. Then, use a reporting tool to continuously display and update your client on which listings are missing.

Listing Accuracy

Accurate listings ensure a customer can find and contact a business. Incorrect listings lead to unhappy and frustrated customers. Your prospect’s business must be listed correctly!

If the grade is high, again, it’s important to keep it that way! Sell a solution that can ensure your prospect’s listings remain correct over time. Consider this: if your prospect ever moves locations, how will their location information be updated on the various sites across the web?

If the grade is low, provide them with solutions that can help! It’s important that your prospect corrects and maintains their business information across major sites so that they can be found by potential customers.

Data Provider Accuracy

There are four major listing providers in the United States: Factual, Acxiom, Infogroup, and Neustar (Localeze). These data providers are referenced by over 300 online listing directories and disseminate business information all over the web.

Data Provider Accuracy

Green – Accurate: Business listings are healthy! The listings exist (presence), and they are correct (accuracy). This is no small feat. Ensure listings remain healthy with a solution that can correct data on these different providers!

Yellow – Contains Errors: There is real trouble here! Although some business listings have been found, they are not accurate. Somewhere and somehow, the wrong information about your prospect’s business got out and is now being circulated all over the web. Offer a solution pronto to help correct these costly errors.

Red – Not Found: Looks bad, but it’s not as bad as you think! Not being found is better than being found with errors. Find a solution to push out the correct data.

Reviews

Snapshot Report aggregates data from various review sites to highlight:

  • Number of reviews
  • Recency of reviews
  • Average score

Local businesses must continually collect fresh reviews and strive for 5–star ratings to establish trust and credibility. Help your prospect make a stellar first impression.

Reviews Grade Calculation

Each grade in the Reviews section is determined by the percentile range your prospect falls into when compared to other businesses in the same industry.

To determine the overall Review grade, the individual sections are converted into numerical scores:

A=4 | B=3 | C=2 | D=1 | F=0

The sum of these scores is divided by the number of individual grades within the Reviews section. Finally, that score is converted back into a letter grade.

Selling Reviews

If the grade is high, congratulate your prospect on their hard work in earning a solid reputation! Make sure to offer them a solution to help amplify all that positivity.

If the grade is low, you can help! Offer them solutions to help reveal where the negative sentiment is coming from. Don’t forget to include a solution that will help them collect more reviews. Positive reviews can easily be displayed on your prospect’s website, whereas negative reviews can be dealt with privately.

Social

Snapshot Report investigates a business’s social media presence:

  • Facebook: Likes, Average Posts/Month, Average Likes/Post, Average Shares/Post
  • Twitter: Followers, Following, Tweets*
  • Instagram: Followers, Posts*

* Total number

Social channels can help local businesses grow their fan base and turn online leads into raving customers. Every day, millions of consumers declare their buying intentions on social media. Local businesses must keep their followers engaged to grow their audience and build brand loyalty.

Social Grade Calculation

Each grade in the Social section is determined by the percentile range your prospect falls into when compared to other businesses in the same industry.

To determine the overall Social grade, the individual sections are first converted into numerical scores:

A=4 | B=3 | C=2 | D=1 | F=0

The sum of these scores is divided by the number of individual grades within the Social section. Finally, that score is converted back into a letter grade.

Selling Social

If the grade is high, your prospect is off to a great start! However, managing multiple social networks is difficult and time-consuming. Offer a solution that allows them to easily continue building their social presence while finding new leads.

If the grade is low, you need to get your prospect to the 21st century where customer service lives online! Provide them with a solution that allows your prospect to manage their customer activity, respond to customers, and track every interaction.

A social page may not appear in the report for several reasons. It could mean that your prospect does not have a page for their business, they are using a personal page instead of a business page, or their page has viewing restrictions. In any case, you can help your prospect. Remember, if our system has a hard time finding your prospect’s social page, their customers will too.

Troubleshooting the Social Section

Issue

My prospect’s social data is missing.

Explanation

The social data could be missing because your prospect is marketing from a personal account, or their page has geographic or age-based viewing restrictions. Snapshot Report can only find information that is publicly available on Facebook, so a business that limits their page to being found in certain locations or by certain age groups will not be found by the report (or any potential customer searching beyond those criteria). These limitations are often accidental, but block potential customers who might be trying to find them.

Solution

Create a business page for your prospect or remove the viewing restrictions.

Website

Snapshot Report leverages Google PageSpeed Insights to assess your prospect’s website.

The Website section looks at:

  • Mobile responsiveness
  • Desktop load speed
  • Homepage content

Website Grade Calculation

Each grade in the Website section is determined by the percentile range your prospect falls into when compared to other businesses in the same industry.

To determine the overall Website grade, the individual sections are first converted into numerical scores:

A=4 | B=3 | C=2 | D=1 | F=0

The sum of these scores is divided by the number of individual grades within the Website section. Finally, that score is converted back into a letter grade.

Website Performance Metrics

Your prospect’s website loading speed is critical. There are a variety of factors that affect this performance.

Using PageSpeed Insights, we assess whether your prospect’s website meets Google’s expectations for page speed. We then display recommendations for issues to fix.

  • Should Fix: Rules that failed PageSpeed Insights tests. You should fix these immediately.
  • Consider Fixing: Rules that passed PageSpeed Insights tests, but could use improvement. You might consider fixing these issues, but they’re not necessarily critical.
  • Passed Rules: Rules that passed PageSpeed Insights tests.

Snapshot Report assesses ten speed metrics in total:

  • Eliminate Render-Blocking JavaScript and CSS in Above-the-Fold Content: When a page includes render-blocking external stylesheets, which delays the time to first render.
  • Leverage Browser Caching: When the response from your prospect’s server does not include caching headers or if the resources are specified to be cached for only a short time.
  • Optimize Images: When the images on the page can be optimized to reduce their file size without significantly impacting their visual quality.
  • Minify HTML: When the size of one of your prospect’s resources could be reduced through minification.
  • Enable Compression: When compressible resources were served without gzip compression.
  • Minify CSS: When the size of CSS could be reduced through minification.
  • Minify JavaScript: When the size of JavaScript could be reduced through minification.
  • Reduce Server Response Time: When your prospect’s server response time is above 200 ms.
  • Avoid Landing Page Redirects: When you have more than one redirect from the given URL to the final landing page.
  • Prioritize Visible Content: When additional network round trips are required to render the above the fold content of the page.

Mobile

This section investigates what your prospect’s website looks like on a mobile device. With the majority of first-time searches being done from a mobile device, your prospect needs a mobile-friendly site that delivers the information that people are seeking.

Note: The grade for this section is based on the Speed rules only.

If the grade is high, your prospect is on the right track!

If the grade is low, uh oh! Your prospect has two choices—fix what’s broken or take advantage of a mobile-optimized Location Page. It’s simple to create, search engine optimized, and most importantly, mobile responsive!

Desktop

This section investigates your prospect’s website speed on Desktop. The faster their page loads, the more engaged their customers will be. If a site takes too long to load, customers will likely go elsewhere. Time is money!

If the grade is high, your prospect’s site is quick! But is there anything else you can do to decrease the load time? After all, there’s no such thing as a site that loads too quickly.

If the grade is low, looks like you’ve got a few things to fix! Find solutions that can help your prospect build and maintain a faster loading site that in turn creates a better customer experience.

Homepage Content

This section investigates the effectiveness of your prospect’s homepage. Vital information needs to be laid out clearly on the first page a customer lands on. First impressions count! Your prospect’s business information, location information, and links to social media are arguably the most important content on your prospect’s website.

If the grade is high, great! Now, does your prospect have multiple tabs or pages to their business’s website? If so, is all this information readily available on them too? Take it one step further by offering them a way to collect reviews on this killer site!

If the grade is low, uh oh! Your prospect has two choices – fix what’s broken or take advantage of a mobile-optimized Location Page. It’s simple to create, search engine optimized, and additional tabs can easily be added. No coding knowledge required!

Selling Website

If your agency provides website services, offer to strengthen your prospect’s website performance.

If you do not provide these services, leave this information with your prospect so they can address the issues with their web developers. Providing this detailed information will help build a trusting relationship with your prospect.

Troubleshooting the Website Section

Issue

I created my client’s website, but it received a low grade. Why is the website scoring so low?

Explanation

Snapshot Report is intentionally harsh, and the website section is no exception. The report uses Google’s PageSpeed Insights to grade websites. It’s difficult to keep up with Google’s latest algorithms!

Solution

The great thing about Snapshot Report is that it suggests solutions for each problem it finds with the website. Offer to help your client with these areas. If your client’s budget doesn’t allow you to make the recommended changes, you can always turn off this section of the report.

Advertising

Consumers are searching for your prospect’s business services online. If they can’t find your prospect’s business, your prospect will miss out on sales opportunities.

Online advertising puts your prospect’s business in front of targeted audiences in search results, social media feeds, and other relevant sites around the web. Targeted ad campaigns build your prospect’s brand awareness, drive traffic to their website, and help them grow their customer base. By making sure that customers can find your prospect’s business online, you will empower your prospect to grow their business and secure their place in the market.

Advertising Insights

Snapshot Report provides valuable data on your prospect’s digital advertising performance and potential. The advertising section of the report offers insights from:

  • Google Ads: The type of Paid Keywords, CPC, and PPC results your prospect could receive if they were using an advertising solution, along with competitor campaign comparison.
  • Facebook: Whether or not your prospect has taken advantage of retargeting.

Local businesses need to own the right keywords to ensure that their target audience knows about them. Uncover golden opportunities for your prospect with search, social, and display advertising.

Google Ads

The impressions and clicks in a Snapshot Report are an indication of revenue growth potential based on Google Ads.* You can leverage this data and knowledge of Google Ads to help make your sale.

Google Ads is based on SEM (Search Engine Marketing), a method of advertising where the desired result is to increase the visibility of a business’s website when a specific set of keywords is searched. Advertisers determine the keywords that are relevant to their business, then use the Google Ads platform to bid on Paid Keywords and promote their ads in relevant search results. Cost-Per-Click (CPC) is the estimated final cost that advertisers are charged to appear for Google search keywords. With Google Ads, advertisers only pay when users click on the ad. This is called the Pay-Per-Click (PPC) model.

* Only available for US businesses.

Recommended Keywords

What is the opportunity?

This section identifies the top five keywords for your prospect’s business, based on content gathered from their website and location.

The report shows the average CPC for these keywords. It also displays the potential results of running a dedicated ad campaign over one month that focuses on these keywords. Imagine the excitement your prospect would feel about receiving this exposure for their business!

Campaign Performance

This section examines how your prospect’s existing campaigns stack up against their competition. Here, Snapshot Report examines:

  • The number of paid ads your prospect and their competitors have purchased in the most recent month.
  • The estimated number of clicks received from all their paid keywords.
  • The approximate Google Ads spend in the last month.

This data provides you and your prospect a view of what high-performing competitors are doing, and what your prospect must do to compete.

Show your prospect how their advertising stacks up against their competitors:

Overlap: How similar your prospect’s campaigns are to their competitors, based on common keywords.

Keywords: The number of paid ads your prospect and competitors have purchased in the most recent month.

Clicks: The estimated number of clicks your prospect and competitors get from all their paid keywords.

Budget: The estimated Google AdWords spend for your prospect and their competitors in the last month.

Advertising Grade Calculation

The Advertising grade is determined by the percentile range the campaign’s estimated cost per click falls into when compared to other businesses in the same industry.

Estimated Cost per Click = Estimated Monthly Ad Budget / Estimated Monthly Paid Clicks

Retargeting

This section offers insights from Facebook on whether a business is taking advantage of retargeting—a method where advertisers display targeted ads to people who have already visited their website. People don’t always convert the first time they visit a website. Retargeted ads will keep your prospect’s business top-of-mind and direct customers back to their site. These ads can boost conversions and grow revenue!

Selling Advertising

Use the insights uncovered in Snapshot Report to guide the sales conversation around digital ads. Offer a solution that will give your prospect the ability to target potential customers, drive more sales, and maximize their ROI.

If the grade is high, great! Your prospect is spending money, but they likely aren’t optimizing it. There’s always room for growth.

If the grade is low, your prospect is losing potential customers! If consumers aren’t buying with your prospect, they are going to buy from the competition. Ask your prospect to search for their services/products using general keywords. Do they show up? Or is their competition showing up?

Follow these steps to sell digital advertising to your prospect successfully:

  1. Ask your prospect to consider their buying journey.

    “What steps would you take if you wanted to find a good, local, and inexpensive restaurant for dinner tonight?”

  2. Ask your prospect to consider their business’s place within that journey.

    “Would it be valuable for your business to show up in searches when people use keywords related to the products and services you offer? People are much more likely to engage with your ad when they are actively searching and ready to make a purchase. How much is it worth to get that one click from a qualified audience?”

  3. Show your prospect the Google Ads section of Snapshot Report.

    “This is how many people are searching for related keywords in your area. These people are looking for products and services like yours and are ready to buy. Wouldn’t you want them to buy from you, rather than from your competitors?”

  4. Create urgency with the Campaign Performance data.

    “This shows that your competitors are eating your lunch. Your local competition is advertising to your potential audience and stealing your business. Do you think it’s valuable for you to be known for your products and services in your area? Your competition may be a step ahead and stealing the business you could capture right out from under you.”

  5. Drive home the importance of retargeting and ongoing campaigning.

    “What sort of website traffic do you receive monthly? Imagine the revenue you could drive if just another 5% of those visitors converted… that’s where retargeting comes in!”

Final Considerations

You may encounter hesitation when your prospect doesn’t fully understand the definitions, processes, or metrics used to measure ROI. Don’t overcomplicate it! Focus on your prospect’s needs and explain the basics of digital advertising in ways that highlight the value to their business while using relevant data. This allows your prospect to easily envision how you’ll put their advertising dollars to work.

By showing Snapshot Report metrics to your prospect and connecting this data back to your available advertising solutions, you can deliver a compelling sales pitch that proves your ability to help drive more brand awareness and sales for any business!

SEO

Search Engine Optimization (SEO) is the work that goes into improving a website’s ranking in organic (unpaid) search results on search engines like Google and Bing. The goal with SEO is to rank on the first page for the right keyword search phrases that are relevant to the business.

Your prospect must understand that search engines have completely revolutionized the modern buying process and that consumers are searching for their business services online. Consumers are using search engines to assess their options and qualify the goods and services they’re interested in without setting foot in a brick and mortar store. With 81% of consumers performing an online search before making a purchase decision, every business needs to invest in SEO!

SEO Insights

Snapshot Report provides valuable insights on how your prospect’s SEO stacks up against their competitors. The SEO section assesses SEO in two areas:

  • Organic Keyword Performance: Compares your prospect’s keyword performance against their top competitors.
  • Organic Keyword Ranking: Assesses the top keywords that consumers are using to search for your prospect’s products or services.

Organic Keyword Performance

Your prospect’s business website is scanned for the top keywords in Snapshot Report’s database, as determined by Google. Based on these keywords, the report compares:

Overlap: How similar your prospect is to their competitors, based on shared SEO keywords.

Keywords: The number of keywords for which your prospect and their competitors appear in the top 50 search results on Google.

Clicks: The estimated number of clicks your prospect and their competitors get from all their organic keywords within a month.

Value: The estimated value your prospect and their competitors get from all their organic keywords within a month.

SEO Grade Calculation

The SEO grade is determined by the percentile range the keywords’ estimated value per click falls into when compared to other businesses in the same industry.

Estimated Value Per Click = Estimated Monthly Value of Clicks / Estimated Monthly Clicks

Organic Keyword Ranking

This section uncovers the top organic keywords that your prospect is currently ranking for in Google searches. These are some of the top keywords that consumers are using to search for your prospect’s products or services.

These insights are valuable because they give you an idea of:

  • How people search for your prospect’s business online.
  • The types of keywords your prospect should be targeting in PPC campaigns.
  • The type of organic content your prospect needs on their site to gain relevancy.

This data empowers you to highlight the best SEO opportunities for your prospect, position yourself as the trusted SEO expert, and sell more SEO solutions.

The report highlights to top five keywords that your prospect is ranking for within their business category. For each keyword, the report highlights:

Competitiveness: How difficult it is to appear in the top Google Search results.

Rank: The position of your prospect’s website in Google Search.

Local Searches: The estimated number of searches per month in your prospect’s country.

Global Searches: The estimated number of searches per month across Google.

Selling SEO

A successful SEO sales strategy starts with understanding your prospect’s current online performance. By auditing their SEO and assessing their needs, you’ll have a place to start the sales conversation. You’ll also be better equipped to close that deal with the perfect solution.

If the grade is high, congratulate your prospect! Earning a positive SEO grade requires hard work. That being said, there’s always room for improvement! Offer to manage and optimize their SEO strategy so they can focus on running their business.

If the grade is low, your prospect needs help! They don’t have enough time, tools, or expertise to research keywords, build links, manage their online reputation, create content, and perform all the other required tasks. With a strong SEO strategy, you can help your prospect get found online, increase customer engagement, increase organic website traffic, and produce real customer conversions!

Follow these steps to sell SEO solutions to your prospect successfully:

  1. Ask your prospect to consider their buying journey.

    “What steps would you take if you wanted to find a good, local, and inexpensive restaurant for dinner tonight?”

  2. Ask your prospect to consider their business’s place within that journey.

    “Would it be valuable for your business to show up in searches when people use keywords related to the products and services you offer? People are more likely to click on your site when they are actively searching and ready to purchase. They are even more likely to click on your site when it appears at the top of relevant search results. How much is it worth to get that one click from a qualified audience?”

  3. Show your prospect the SEO section of Snapshot Report.

    “Based on these metrics, your competition may be a step ahead and stealing potential businesses right out from under you. Do you think it’s valuable for your site to appear at the top of search results when consumers are looking for your business services?”

  4. Conduct a live demonstration. Open a search engine like Google and type in relevant keywords for their product offerings. Can you find your prospect’s business?
  5. Use a keyword analysis tool to provide further insights.

Elevator Pitch

Now that you understand the key components of selling SEO, you can begin to craft a compelling elevator pitch. Here’s a sample pitch you could use:

“People conduct more than 3.5 billion searches every day on Google. With a custom Search Engine Optimization strategy, we can ensure that your most valuable consumers see your business where it counts. SEO is about getting your website found on search engines like Google. Consumers see the top search results as the most trustworthy, which is why establishing good search rankings is absolutely critical. In fact, studies show that the first five search results get nearly 70% of all clicks, and 75% of consumers will never click past the first page of search. Furthermore, a whopping 88% of local, mobile searches result in a store visit within 24 hours! If you aren’t showing up at the top, you’re losing the battle. We can help you get found online with an SEO strategy.”

Final Considerations

Set the right expectations with your prospect. There is no single, ‘instant fix’ SEO solution — it’s the sum of many small tasks that work together to elevate the ranking and visibility of a website over time.

Incorporate multiple solutions to build a solid foundation for good SEO. Online listings, reviews, digital ads, and social activity all contribute to search engine rankings for local search. By showing Snapshot Report metrics to your prospect and connecting this data back to your available SEO solutions, you can deliver a compelling sales pitch that proves your ability to drive more brand awareness and conversions for any business.

Research

The key to selling with Snapshot Report is making sure that you are prepared.

Do your due diligence and research what services your prospect provides, how important digital marketing is to them, and whether they are currently using digital marketing products. Research their competitors to learn what they are up against. Good preparation will establish your credibility, boost your confidence, and set you up for success.

Focus

It’s important to focus on one or two sections of Snapshot Report and highlight these areas as your prospect’s urgent needs. Instead of walking through the entire report, focus on selling solutions for areas with the lowest grades (F’s, D’s). This will prevent your prospect from feeling overwhelmed.

To highlight specific sections of Snapshot Report, you can rearrange the sections so the most important sections appear first. The remaining sections can be additional information, or you could cover them later in the conversation.

Present Valuable Solutions

When Grades are Low

Identify your prospect’s needs, and then present valuable solutions that can fill those needs.

Instead of saying “your listings are broken,” come in and say “I’m going to help you with this. I’ve got some great solutions that will help deploy a strong growth strategy for your business.”

When Grades are High

If your prospect’s grade is high, you can still present valuable solutions. A business that scores well against their competitors knows how important their digital marketing is, and they have likely invested a lot into establishing their online presence. This is a great place to talk about how they are doing so well. The work is likely taking up a lot of their time, and they could benefit from either offloading the work or using a tool to simplify the process. Offer solutions that empower your prospect to focus on what they do best—growing their core business.

This is also an excellent opportunity to employ a fear-of-loss argument. Businesses who are doing well need to stay vigilant to continue surpassing their competition!

Refreshing a Snapshot Report

Snapshot Reports are active and accurate for seven days. After then, the report will stop updating.

If you need more time to close a deal, or you simply need to rekindle an old prospect, you can refresh a Snapshot Report to provide up-to-date data.

Now go out there and make some sales!